Animal Planet Makes Largest Marketing Effort

Animal Planet launches its new season of MEERKAT MANOR with its largest multiplatform marketing campaign ever, integrating on-air, off-channel television, print, new media, in-theater and out-of-home advertising to spread meerkat mania around the country. The public, who first took to this ‘katty’ series last summer, can’t seem to get enough of these furry, masked creatures who return for another season beginning Friday, August 10, at 8:30 PM ET/PT.

“MEERKAT MANOR is a foundation of our programming schedule — it’s witty, surprising and addictive,” says Marjorie Kaplan, president and general manager of Animal Planet and Discovery Kids Media. “We’re pulling out all the stops to get the word out about this new season in ways that push beyond the anticipated. Our creative and our media choices build on the strong characters in the series, providing an unexpected twist for the audience.”

“The marketing campaign elevates the Meerkats to celebrity pop-culture status,” adds Victoria Lowell, senior vice president of marketing for Animal Planet and Discovery Kids Media. “From a dramatic theatrical trailer to fun, attention-grabbing personality spots set to pop music to a famous mob family parody, the campaign says the new season of MEERKAT MANOR is big entertainment.”

Reflecting Animal Planet’s intent to build animal stars and underscoring the soap opera-like, dramatic lives of meerkats, the campaign integrates several unique television and print concepts from a meerkat point of view. Animal Planet has national ad placements on spot broadcast and cable television, featuring a “Meerkats of Desire” spot that features a meerkat’s voice — could it be that of Flower, the matriarch of the family? The network also has developed a witty “Words” campaign set to popular music that humorously personifies infamous meerkat characters.

Complementing the television advertising, the MEERKAT MANOR “Words” print campaign hits national publications beginning August 3, including People Magazine, Entertainment Weekly, In Touch Weekly, US Weekly, Star Magazine and Soap Opera Digest.

In addition, MEERKAT MANOR spoofs the Sopranos in Entertainment Weekly ads (August 10 and August 24) and in out-of-home advertisements in New York City. These ads take to the streets covering urban panels, bus shelters, bus kings and bus tails.

Beginning Friday, August 10, at 8:30 PM ET/PT, new drama unfolds in the Whiskers household, and life in the Kalahari takes a series of twists and turns in the popular Animal Planet series, MEERKAT MANOR. The new season follows the Whiskers clan’s quest for a new home after being kicked out of their den by a rival clan. As new rivalries ensue, find out which meerkats come out on top!

Animal Planet Media (APM), a multi-media business unit of Discovery Communications LLC, connects humans and animals with rich, deep content via multiple platforms and offers animal lovers and pet owners access to a centralized online, television and mobile community for entertainment, information and enrichment.

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